Santa Monica, Calif., Sept. 4, 2014 — A collaboration between MGM Resorts International and Morgans Hotel Group, the company responsible for the original trailblazing boutique hotel in South Beach, Delano Las Vegas officially opened its doors Sept. 2, 2014, showcasing a study in restrained chic. To announce the opening of Delano Las Vegas, RPA, the hotel's agency of record, created the "Defiantly Inspired" campaign as an immersive experience with video, print, out-of-home and digital elements aimed at the more savvy traveler seeking culture and new experiences.
At the centerpiece of the campaign is a brand video that brings to life the high-end modernism that Delano Las Vegas stands for and will live online. The film, by British design collective ShotoPop, combines a mixture of live action, 2D, 3D and cell animation taking inspiration from the Mohave Desert and furniture pieces exclusively designed for the hotel. With an original jazz track from Bullet and Phil Mossman (LCD Soundsystem) it follows a stylish couple that eventually disappears into abstract art, offering a fresh take on a Vegas love story.
With white-on-white simple sets harkening back to Delano's Miami roots, dance-inspired body language and high-fashion styling, the brand photography has a decidedly couture look and feel. Like the brand film, each photo features the hero couple and custom furniture as part of its overall design story. Zach Gold, a New York fashion photographer and fine artist, created the imagery. Gold's photos blur the lines between hospitality, fashion and high-design and further differentiate Delano Las Vegas as a premium hotel aimed at a guest with a creative lifestyle.
"Delano Las Vegas stands apart from the typical Vegas hotel by creating an exclusive, insider experience, bringing depth to the city and inspiring guests to explore the unknown," said Matthew Chilton, general manager of Delano Las Vegas. "The advertising campaign draws from the sophistication that Delano Las Vegas offers."
The campaign's out-of-home executions include bold, highly visible placements such as a take-over of the 2Rodeo complex in Beverly Hills. Boards will run through December. Print placements will have both national and regional presence in magazines such as Dwell, BMW, Travel + Leisure, WSJ Magazine, 805 Living and MNI.
"Delano Las Vegas gave us the chance to help introduce a new type of premium hotel to The Strip. Our 'Defiantly Inspired' campaign takes Delano Las Vegas beyond the expected, forging a new, untraveled path in Vegas hospitality by inviting guests to embrace this more intimate, artistic experience," said Joe Baratelli, EVP, chief creative officer at RPA.
The campaign also will be supported by regional radio. Digital units featuring campaign photography will run on sites and apps that focus on fashion, travel and lifestyle such as NY Magazine, Departures and curated, branded content on Flipboard.
Client: Delano Las Vegas Launch Date: July 2014 Agency: RPA EVP, CCO: Joe Baratelli VP, CD: Scott McDonald Sr. Art Director: Norman Brown Jr. Copywriter: Adam Gothelf Sr. Art Buyer: Sari Rowe Photographer: Zach Gold
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, digital and event marketing. RPA's client list includes American Honda, ARCO (digital), Delano Las Vegas, Intuit Small Business, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino and pivot TV. For more information, visit http://www.rpa.com.